Mad Mads leads online film triumph for BoConcept

Here’s a bit (actually a lot) of steamy Danish noir – for BoConcept furniture of all things.

So we have naughty Mads Mikkelsen (Le Chiffre in Casino Royale) and yummy Malin Buska (stop it) mixing business and pleasure – but not, alas, furniture – in ‘The Call.’

BoConcept CEO Torben Paulin says:’We wanted to make something watchable. Of course Mads and our designs will be a thrill to the eyes of many viewers around the world, and Mads will for sure help to increase the awareness of our brand. But the entertainment factor was important to us as we want people to see the whole film and be left with a good and memorable experience. Something they would like to share.”

Mads says: “I am an actor, and I want to act. Of course in the end it is about selling furniture, but BoConcept hired me for my acting skills, not for me to just go and say BoConcept is great – although I am proud to be working with a Danish company who is succeeding on an international level with their design.”

No agency as far as I can see. The Call was written and directed by Dejan Cukic and Thomas Busk.

It’s the era of long form online films – or ‘content’ – for brands. This is the best one I’ve seen.

About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.